2% for the Planet – Doubling our pledge

Since 2021, Ancient + Brave has been a member of 1% for the Planet. For the past four years, we have doubled our pledge and donated 2% of our revenue through 1% for the Planet.

Discover why we took this brave step and the impact it has had, as Mercy, our Environmental, Social, and Governance (ESG) executive, guides you through our decision to become a 1% for the Planet brand and what this means for you.

Why Ancient + Brave supports 1% for the Planet

Have you spotted the 1% for the Planet logo on our product packaging? 

At Ancient+Brave, we believe in doing business differently by putting people and the planet at the heart of everything we do. Every decision we make, from the sustainability of our ingredients to our conscious packaging, is informed by our commitment to minimising our environmental impact. 

We are also proud to have been members of 1% for the Planet since 2021. Companies that sign up to this brave global movement commit 1% of their sales, that’s sales, not profit, to charity organisations whose work helps protect and restore the environment - meaning that when we grow, so do our contributions towards the planet.

From 1% to 2%: Doubling our impact 

Our first 1% for the Planet charity was Rainforest Concern, which gave us a deep sense of connection and purpose. As our positive impact unfolded, we soon found ourselves asking, “Can we do more?” 

That’s when we made the decision to double our 1% for the Planet pledge to 2%. With the impact of our donations, a powerful reminder of the tangible difference we can make, we committed to giving 2% of all sales revenue to support social and environmental initiatives that give back to people and the planet. 

We’re now incredibly proud to say that we have donated £1,228,663 to 1% for the Planet, and counting!

And it's not just money that we donate. We donate our time too. 1% for the Planet’s flexible giving option makes this easy, allowing up to 50% of our contributions to be used towards other actions, including advertising for the cause, making our supply chain more sustainable and volunteer activities, deepening the connection that we have with our charity partners.

Download our impact report to find out more, or keep reading to see how we put our 2% pledge into action.

Our 2% pledge in action

Our journey with 1% for the Planet has shown us that every contribution, whether financial, physical, or creative, holds the power to make a difference. 

Here’s a snapshot of just some of the ways our 2% pledge has helped build the foundation for meaningful change. 

Ancient + Brave x Rainforest Concern

In partnership with Rainforest Concern, we funded the management of the Neblina Cloud Forest Reserve, one of the most biodiverse regions on the planet, and contributed to creating a new ecological corridor in South America. 

Ancient + Brave x Love Mercy 

We helped kick-start the development of the Kristina Health Centre in rural Northern Uganda, supporting its growth into a Level 4 medical centre which offers 

emergency surgeries, specialised maternal care, and a NICU, ensuring that the most vulnerable members of the community receive the care they deserve.

Find out more about our ongoing work with Love Mercy here. 

Ancient + Brave x The Lotus Flower Charity 

Through the Lotus Flower charity, we funded the ‘Swimming Sisters’ project, empowering marginalised women and girls from refugee and migrant backgrounds by teaching them essential swimming skills and providing mental health support.

 Ancient + Brave x The Ouse and Adur Rivers Trust,

We also regularly volunteer with a local charity dedicated to protecting our natural waterways. 

Alongside volunteering, we supported The Ouse and Adur Rivers Trust’s Citizen Science Hubs initiative, which engages local communities in protecting and restoring our local rivers.

Shop with purpose: Why your choice matters 

Our partnership with 1% for the Planet means that every time you use an Ancient + Brave product, you are not only supporting your own wellbeing, but you are part of a global, collective effort to support the health of our amazing planet and its communities. 

It also means that every Ancient + Brave ritual you purchase helps support lasting, meaningful change. 

Thank you for helping us make a difference. Together, we can amplify our impact, spark movements, and create a change that protects our world for generations to come.